Elegant Hotel Collection has transitioned to Elegant Hotels of the World, a move aimed at expanding its global luxury soft brand to meet the rising demand for authentic travel experiences.

This transformation, announced on 23 June 2026, is powered by HotelREZ Hotels & Resorts and marks a new phase of growth and commercial discipline.

Anna Payne, Vice President of Global Brands at HotelREZ Group, stated, “Elegant Hotels of the World reflects the progression of a pioneering soft brand that is expanding its value proposition to offer independent hotels the global platform and commercial strength required to compete more effectively.” The brand's new digital platforms are designed to enhance how hotels are discovered and booked, thereby improving visibility and demand generation.

The rebranded Elegant Hotels of the World now boasts an expanded portfolio, welcoming new member hotels across the UK and Asia Pacific. Notable additions include The Lakes by YOO in the Cotswolds, Foxhills in Surrey, and TreeHouse Villas Koh Yao in Thailand. Catt McLeod, Vice President of Elegant Hotels of the World, noted, “Luxury today is far more personal than ever. Travellers are increasingly drawn to hotels that offer a strong sense of individuality and connection to place.”

The brand aims to deliver measurable commercial performance, with a focus on profitability as a cornerstone of sustainable luxury. Future growth will be supported by a global demand ecosystem and the introduction of Masterpiece by Elegant Hotels of the World, a curated tier of five-star properties. This initiative is part of a broader brand portfolio that includes Best Loved Hotels and WithSoul Hotels, enhancing the global reach and profitability of independent hotels

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